ANDREW ZIELINSKI, MBA

Where we are: Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach Needs Analysis Product/Service Presentation - 1:1 and to Groups Handling Objections Negotiation 5. Closing 6. Follow-Up 7. Merchandising and Promotion 8. After-Sales Service Starting Section 5 of Module early due to exam and extra time to complete Assignments 5.1 – 5.3

Back to Previous Section…. 4. Product/Service Presentation Covered in this Section I. Product and Service Categories II. Features and Benefits III. Words that Work IV. Building Sales Pitches V. Effective Presentations

The purpose of presentations

 Presentations are a powerful way to communicate your message to a group.  They are an opportunity to gather your audience together to engage in a two-way dialogue.

 Persuade the audience to take a particular course of action  Convey something you want the audience to know  Tailor information to meet the needs of a particular audience

 Provide a forum for discussion of controversial or challenging ideas  Find out how people are reacting to a situation or an idea  Gain commitment and alignment  Engage people in generating solutions to problems

There are many different types of presentations that meet specific needs. These are some examples:  Sales: Outlines the benefits, features, and reasons to buy a product or service  Persuasion: Provides the reasons or support to pursue a particular idea or path

 Status report: Details the progress of a project, a task force, or product sales  Product demonstration: Shows how something works  Business plan or strategy: Sketches out what an organization plans to do next, or articulates the company's goals

Sharing detailed information is not a good use of a presentation. Audiences will not remember detail. Thus, your purpose drives the type of presentation you choose.

 USE PRESENTATION: You can use a presentation to inform an audience about a major change or initiative.  USE WRITTEN FORM: Use written forms of communication for the details.

your purpose drives the type of presentation you choose.

Your objective drives how you develop your presentation.

Maximize the impact of your presentation by learning more about your audience.

Many of us have experienced the paralysis of knowing what we want to accomplish, but having trouble putting down the actual words and ideas. Usually, the easiest way to proceed is to divide the work into stages.

 Stage 1: Define your key message. What do you want people to remember and what action you want them to take? This message flows directly from your objective. You can have a number of supporting arguments, ideas, and facts, but only one key message.

 Stage 2: Identify the arguments that support your message. Avoid excessive detail but be sure to talk about more than just the facts. It is important to identify and address the emotional underpinnings of your message. Why should the audience care about it?

 Stage 3: Finally, identify when it is important to get audience participation, reactions, agreement, or buy-in.

After you have generated your initial set of ideas on content, you are ready to review and refine them.

 Is the key message you have selected really the most critical?  Does it support the objectives of the presentation?  Are the arguments you have made understandable to all levels of your audience?

 Will your content convince the audience to agree with you?  Are logical connections explicit?  What arguments need to be developed?  What contrary arguments do you need to neutralize?

 Then, ask yourself what else you can do or say that may help to persuade your audience. Remember: Include only those details that will persuade. If you are not sure about the impact of a point, leave it out.

 Simplicity in communication is key—especially in large organizations.  Be aware that people can interpret the same words differently, so keep communication concise to avoid the potential for misunderstanding.

Effective Presentations  10 Tips for More Effective Powerpoint Presentations 10 Tips for More Effective Powerpoint Presentations  Watch slideshow on class web siteweb site

Activity Short Presentation 1. Use Powerpoint to create a compelling short presentation 2. Pick a product, solution, or service from one of your targeted companies 3. Do some research on company’s web site, at competition, and on user or consumer web sites to find features, benefits, common uses, likes and dislikes 4. Follow the structure explained in the previous slides 5. Presentation should be no more than 2 minutes in duration

Closing – add-ons, quotes, value proposition  Adding on products or services to a sale is the next step after product presentation  This includes any special deals that, based on customer’s needs, may make a nice addition to their main purchase

Add-Ons and Additional Products  Timing for Proposing Add-ons  As soon as customer need has been identified  When to Propose More Products/Services?  When you have the confidence of your customer  How to Know if Customer is Interested?  Verbal and non-verbal queues  Show interest in what you are proposing  Seems to take your lead  Asks pertinent questions

Presenting (Quoting) the Price Estimate total cost of purchase Consider all the elements that are part of the purchase and bear influence on the price Find the right moment Use the correct technique to justify the price A ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectation Highlight the positive aspects of the expenditure including rebates, promotions. Include taxes and any other additional charges When all other objections have been successfully managed, check with customer to ensure all their questions have been answered, then find the right closing technique A ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectation

Some Closing Techniques 1. Sandwich – Quote is sandwiched between presentation of features and articulation of benefits. Ties pricing to benefits 2. The Balance – On one side all the features and benefits, on the other side the price. Show that features and benefits outweigh the price 3. Comparative Close – Best price in town for this product, is one option. Another option is: “Look at other similar solutions. You will see that ours is the best value option.”

Some Closing Techniques 4. Break-it-down – Takes the total cost and breaks it down to smaller, more manageable amounts. “Only three payments of $xx!” Or: “Economical, at only $86 bi-monthly.” 5. Opportunity Cost – You know what else customer could do with that money. Tell them that benefits of this purchase outweigh benefits of the other purchase. Example: “For three meals at le Biftheque, you can get this amazing kitchen set and enjoy home cooked meals.: 6. The Ben Franklin – Put all the advantages in one column and all the disadvantages in another column. Show that the advantages of the purchase are greater than the disadvantages. More closing techniques

Activity Quoting and Closing 1. Go web site, Class 28, and open Activity 5.8.2web site 2. Read the cases and answer all questions 3. Save as Activity582_FirstName_LastName.docx 4. Print a copy, with you name on every page, and staple 5. Bring to next class and hand in